Crisis management. Two words that no business wants to have to handle, but unfortunately this is often a part of running a company. Inevitably, something negative will happen. The effects of these types of situations are highly dependent on how they are handled.
But why wait until there is a crisis to handle? Being proactive can save a lot of time and headache when it comes time to actually employ a crisis management strategy.
Having a proactive plan and approach to crisis management can make a world of difference, but how is this accomplished?
Assemble an Experienced Crisis Management Team
First and foremost, ensure that the best people for the job are on the crisis management team. Those with backgrounds in crisis management and/or public relations are often great fits for this type of job.
These individuals should have the ability to anticipate problems before they arise and should have no qualms of jumping right into damage control mode. When the situation comes up, these professionals should have a well-practiced plan in place.
Having the right people for the job in a crisis management situation will make a big difference for the mitigation of any problems that come up, big or small. Trusting these individuals will be important, as they will be the ones tasked with “fixing” the problem from a communications standpoint.
Make Sure the Script is Ready to Go
It’s time for a press conference concerning a recent publicity crisis a business is undergoing. While the crisis management team is great behind closed doors, taking no prisoners and handling problems, what some may forget is that public speaking and the ability to stand up and be a spokesperson for the company are highly valuable traits.
So ensure that whoever will be the designated person to give statements is well-versed in working with the media. One of the worst things that can happen during crisis management is that the spokesperson says or insinuates the wrong thing, allowing the media to take it and spin a different version to the public.
To alleviate the disaster stemming from a poor spokesperson, make sure that there are proper media training protocols in place. And make sure to practice this, as this can help make the spokesperson more comfortable if and when the need comes up.
Monitor Public Perception at All Times
Another way to stay ahead of the metaphorical curve is to keep an eye on what consumers are saying about the business. This practice serves multiple purposes, but for crisis management, this monitoring can be a finger on the pulse of what is happening.
News on the internet spreads like wildfire, so it’s important to have an idea of what the consumer conversation is before it hits this fever pitch.
Setting up Google Alerts and monitoring social media conversations can help the crisis management team stay one step ahead should trouble arise. In addition, this is also an opportunity to build a better relationship with customers by initiating and engaging in conversations with them online.
Crisis management doesn’t have to signal panic. With a well-organized strategy for how to deal with problems if and when they come up, the right team for the job, and a way to monitor the conversations happening online to stay one step ahead, a business will have less to worry about when it comes time to do damage control.
Ronn Torossian is CEO of 5WPR.